A former ad salesman came up with an idea to change the way people give money. Called smile train, they would send out mailings of a physically disfigured child. They raised millions and millions of dollars but he also knew that it didn't really sit right with everybody. Andreone thought there was maybe another reason why people give to charity - social pressure is so great that they get bullied into giving,. Even though they wish theyh'd never been asked in the first place. He suspected that this reason was actually a big driver of smile trains success. But i think that the actual adjustment of the business model was cessful. As michel was saying, you will get letter after letter